Direct and Database Marketing

4.11 - 1251 ratings - Source

Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.The first part is a review of the companya#39;s present position and the second part is
a review of the competitive environment. Looking at the ... Some products, credit
cards being an example, are good door-openers. They attract new ... Only an
analysis of the dynamics of customer behaviour will allow us to value the
introductory role of the credit card correctly. ... Again the database can help us to
value this.

Title

:

Direct and Database Marketing

Author

:

Graeme McCorkell

Publisher

:

Kogan Page Publishers - 1997

ISBN-13

:

You must register with us as either a Registered User before you can Download this Book. You'll be greeted by a simple sign-up page.

Once you have finished the sign-up process, you will be redirected to your download Book page.